Customer Understanding and Digital Marketing Channels (Coursera)

After completing this course, you will be able to:

• Define fundamental digital marketing concepts such as customer personas, segmentation, funnels and value propositions.
• Describe the Digital Marketing Analyst role and its impact on making smarter, quicker and more efficient decisions.
• Describe the elements of the SOSTAC marketing planning framework and marketing transformation lanes.
• Describe the nature of customer experience insights and identify internal and external tools to support customer segmentation.
• Identify the relationship between customer experience and content marketing and brand storytelling.
• Describe the 6Ps of marketing and how they are used to arrange a successful marketing mix.
• Recognize digital marketing channels and identify inbound and outbound tools and performance metrics for each.

This course is part of the Unilever Digital Marketing Analyst Professional Certificate.

Syllabus

Introduction to Digital Marketing
In this module, you will explore the current digital marketing landscape and the role of a digital market analyst. You'll focus on learning fundamental marketing concepts while exploring marketing transformation in the digital age.

Customer segmentation, targeting and positioning
In this module, we will explore essential topics such as understanding customer experience insights, customer segmentation, content marketing, brand storytelling, and aligning these efforts to drive marketing strategies.

Business models and solutions
In this module, you will focus on ecommerce channels. You'll examine the 6Ps of marketing and explore other popular marketing strategies such as situationaly analysis, STP, and customer lifecycle management.

Digital marketing channels
In this module, you will focus on digital marketing channels and the outbound and inbound tools and performance metrics that support them. You'll also explore creating an action plan and customer journey map.